In celebration of the 150th anniversary of the Italian Unification, Beverly Hills played host to “La Dolce Vita,” a week long tribute to all things Italian and haute. As a part of La Dolce Vita’s “Gioiello Week” initiative, organized by the Italian Trade Commission, designs from the most respected Italian jewelers on Rodeo Drive and in Beverly Hills were put on display. Damiani in Beverly Hills was a member of the select group of boutiques that hosted in-store events in honor of Italy’s birthday.
“For me, it was my first [event] in the social calendar,” says Sylvia Grassi Damiani of the celebration, who is responsible for the branding, image and global communication of the Damiani name. ”I liked it because it was well organized, a nice initiative that should be continued [and] a cheerful way to beat the overcast weather what is referred to as the June gloom in Los Angeles.”
Prosecco was poured in celebration for guests at the Damiani boutique on Rodeo Drive, where the jeweler featured the Limited Edition Belle Epoque Timepiece, an eighteen-karat white gold watch featuring 24 diamonds, six emeralds, and six rubies. The boutique also displayed an exclusive jewelry collection designed by Damiani for Ferrari, Maserati and Ducati created from silver, gold and diamonds.
Though Damiani operates in 70 countries worldwide, it’s been a family business since its founding in 1924 by Sylvia’s grandfather, Enrico Grassi Damiani. Today, as a certified gemologist with a master’s in business, Sylvia works alongside her two brothers, Guido, President of Damiani, and Giorgio, the Vice President.
A Damiani jewel stands out for its design and for the quality of its gems, typifying the artistic talent of the artisans who craft the jewels with individual care for each and every piece. The Damiani Group has won 18 Diamonds International Awards, the equivalent of the International Jewelry Design Academy Awards and the some world’s most celebrated women including Sophia Loren, Jennifer Aniston, Sharon Stone, Gwyneth Paltrow and Penelope Cruz are ambassadors for the brand.
“People always ask about the celebrities who wear our jewelry,” says Sylvia. “They are normal people. There is always a component of luck but a lot of hard work. Life is what you get out of it.”